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Chapter 5

Chapter 5. Designing the Service Setting. Objectives. To examine the various features of a service setting To discuss the key considerations involved in designing the service setting To explain the role of the service setting as an aspect of marketing a service

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Chapter 5

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  1. Chapter 5 Designing the Service Setting

  2. Objectives • To examine the various features of a service setting • To discuss the key considerations involved in designing the service setting • To explain the role of the service setting as an aspect of marketing a service • To discuss e-servicescapes as a service setting

  3. Outline • Introduction • What Is a Service Setting? • Key Considerations in Designing the Service Setting • The Service Setting as a Marketing Tool • E-Servicescape as a Service Setting • Summary and Conclusion

  4. What Is a Service Setting? • A service setting, sometimes called a servicescape, includes all aspects of the physical environment in which the service provider and customer interact.

  5. Key Considerations inDesigning the Service Setting • The Duration of the Service Setting • Customer spends significant time in setting • Service Setting as an Operational Tool • Efficiency lowers operating costs • Service Setting as a Service Identifier • Product differentiating tool • Service Setting as an Orientation Tool • Improve customer understanding of service process

  6. Key Considerations inDesigning the Service Setting(cont’d) • The Appeal of the Service Setting • An approach environment is a setting in which the customer feels comfortable and wishes to spend time • An avoidance environment is a setting that the customer finds undesirable and uninviting • Service Setting as the Workers’“Home Away from Home” • Comfortable setting for workers which will facilitate their ability to perform

  7. The Service Settingas a Marketing Tool • Managing Tangible Evidence • Carefully consider the potential impact of even the smallest physical element. • Frontstage Versus Backstage Decisions • The frontstage area of a service setting is always on display to customers, while the backstage is concealed from their view. • Experimenting with the Service Setting • Allows managers to try out new setting features on a limited basis before embracing them on a full scale.

  8. E-Servicescape as a Service Setting • An e-servicescape setting is any web site on the Internet. E-servicescape settings are subject to the same concepts that apply to managing the tangible evidence of a conventional service environment. • Atmospherics – functional and aesthetically pleasing • Measured for ambient conditions, their spatial layout, functionality and their signs, symbols and artifacts

  9. Web Sites • The Louvre Museum (http://www.louvre.fr), p. 64 • Walt Disney World (http://www.disney.com), p. 64 • Novotel (http://www.novotel.com), p. 66 • Sheraton Hotels (http://www.starwoodhotels.com/sheraton), p. 66 • McDonald’s (http://www.mcdonalds.com), p. 66 • Hard Rock Cafe (http://www.hardrockcafe.com), p. 66 • Planet Hollywood (http://www.planethollywood.com), p. 67

  10. Web Sites (cont’d) • Harley-Davidson Café (http://www.harley-davidsoncafe.com), p. 67 • Fuddruckers (http://www.fuddruckers.com), p. 67 • Minimundus (http://www.minimundus.at/en/), p. 67 • London Underground (http://www.tfl.gov.uk/tfl/), p. 68 • Carnival Line (http://www.carnival.com), p. 68 • Schiphol Airport (http://www.schiphol.nl/index_en.html), p. 68 • Club Med (http://www.clubmed.com), p. 69

  11. Web Sites (cont’d) • Delta Air Lines (http://www.delta.com), p. 69 • Blue Rock Studio (http://www.bluerocktexas.com), p. 70 • Westin Hotels (http://www.starwoodhotels.com/westin), p. 70 • Cintas Corporation (http://www.cintas.com), p. 72 • America’s Bestrooms Contest (http://www.bestroom.com/us/sponsor.asp), p. 72 • Buc-ee’s (http://www.bucees.com), p. 72

  12. Web Sites (cont’d) • Benihana’s Restaurants (http://www.benihana.com), p. 73 • La Quinta (http://www.lq.com), p. 74 • Marriott Hotels (http://www.marriott.com), p. 74 • Amazon.com (http://www.amazon.com), p. 74

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